Across the competitive landscape of the retail industry, we are starting to see a massive trend as retailers adopt more technological practices in order to enhance their customer experience. It has been accepted that the customer is at the centre of every retailer marketing efforts and that by ensuring that all practices are geared towards the customer, you are better prepared for positive outcomes.
Sportswear giants Nike and Adidas have both invested in a number of practices from augmented reality to machine learning. The difference is that they’ve used personalisation to step that much further ahead of their competitors. Instead of assuming they understand what their customers want, they’ve taken valuable data to determine what each individual appreciates.Why personalisation matters to customers
According to Accenture, 81% of consumers want brands to understand them better and know when and when not to approach them. Personalisation takes into account what each individual needs from their retail experiences. It’s a way for businesses to show that they understand, they empathise and they want to offer you what you need.
Econsultancy has also done extensive research into determining the effects of personalisation on conversion rates. This research has found that 93% companies have seen an improvement in conversion rates due to using personalisation in their marketing materials. Are you one of the 93%?
Here are four ways that technology can help your business deliver a highly personalised experience that will wow your customers.1. Acknowledge and reward high-value customers
If you have customers that return time and again to support your business, you need to give them a little bit extra. They are the quintessential brand advocate and they’re potentially bringing in additional business for you, simply be referring your name in conversation.How technology can help:
By using purchase data to highlight overall spend and frequency of visits to your store, you can isolate those who are going above and beyond to support your brand. Machine learning tools can segment the data for you, as well as send specially designed promotions to those customers that fit into a higher purchasing bracket.2. Using data for enhanced individual promotions
Quite similar to the above point, by using extensive data for each customer, retailers can create specific promotions for multiple groups of customers. Definitive insights can be gathered on each customer in order to reach a point of being able to identify product matches that closely align with their preferences.How technology can help:
Once insights have been gathered, artificial intelligence tools can be used to sort products and search for matches that would naturally suit the customer. The filtering of products and searching for suitable options can be handled internally, saving the customer time and presenting them with more options.3. Give employees access to rich customer information
Using apps or CRM software, employees can be fully empowered to engage with customers on a highly personal level. By having access to customer data and insights (in an easily readable and understandable format) employees can use a customer’s preferences and buying history to offer each customer more substantial buying options.How technology can help:
Once insights have been gathered, customer profiles can be created that indicate buying history and preferences, making it easy for employees to speak the customer’s language. Employees can also be incentivised using technology that monitors their performance on the floor.4. Use in-store technology to keep customers informed
Nike are kings and queens of using in-store technology to boost sales, enhance information sharing and hype their brand awareness. Engaging customers can be a difficult process since humans are so used to receiving instant gratification for the smallest acts. Added to that, they are extremely distracted and can easily be swept towards the brand’s opposition. In-Store technology will keep customers in the store for longer and also give them further insight into products, specials and other brand-related updates.How technology can help:
iPads housing branded applications can attract customers and also give them the space to make account updates (if required or offered), download promotional material, QR codes, etc. Large screens flashing the latest adverts or promotions could be the invitation a customer needs to walk into your store in the first place. Price checkers also help customers take control of their shopping experience without the need for a consultant, should they prefer not to engage with one. Personalised offers can be sent to customers using apps, SMS or email, even while they’re within the store.
Need help creating a customer experience that uses technology to bolster options? Contact Interact RDT
today and we’ll get you started.